The thing to keep in mind about SEO is that it is scalable and depending on (a) your website and if it was constructed initially with SEO in mind (b) your budget (c) your ability to add or edit content (d) your ability to attract, build or acquire links as well as how well each segment or page in your website is fed (with content / internal or external links), determine the range, magnitude and impact of the digital footprint your efforts can create.
Obviously, the more competitive the vertical, the more expertise, content, links or collaboration are required in order to provide the robust presence required to offset previous competitors in their quest for rankings.
The value of SEO is immense and the price you pay matters. Most assume that SEO pricing is something companies pull out of a hat, but in all honestly you have to start with a game plan or implement tactics based upon where in the SEO cycle a website is.
Since each website needs something unique, you have to think from the perspective of simplicity, yet create a stable synergy to send the proper holistic signal to search engines and users alike.
Are you dealing with?
1) Site architecture, meta data, on page revisions and internal links – known as on page SEO.
2) Link building, social media engagement, RSS feed and press release syndication – known as off page SEO and link building.
3) Relevance and traction – the more relevant content your website has on a topic, the more rankings and authority it can create. You need content for traction and content creation is critical for improving search engine optimization positioning. This is also known as SEO copywriting.
Depending on where a websites deficiencies are and what the ultimate ranking objective is, determines the extent of optimization and / or the volume or effort required in each of the respective fields above.
Deliverables should be meticulously structured and although there may be delays in how search engines respond to each layer of the SEO onion you employ on your way to sculpting relevance and popularity; SEO creates an aggregate effect over time and it is this momentum that will push on your behalf as a campaign progresses.
Each campaign should have an objective and unless you have unlimited funds at your disposal then you should try to segment a niche and target a specific type of user.
Known personality types are 1. logical, 2. caring, 3. impulsive or 4. aggressive and you should have something for each of them to sink their teeth into for each campaign to facilitate key performance indicators such as the keywords optimized, hits to conversions, engagement rates and bounces to find out what works and what need refinement.
Getting traffic is the hard part, but once you have it organically, then it is a matter of testing your offer, appealing to one of the personas pain points, emotion or logic and then proposing a solution or system to appease their aliment of sorts.
Since time is a crutch for most of us, automation and or implementation, bundled products or services and ways to measure ROI are always top sellers in our present economic online commerce driven initiative.
However, depending on your market, niche, product or service offered will drastically change the requirements and respective thresholds needed to overcome adversity and the authority of the competitors who got a head start before you.
Now for the takeaway:
1 ) Evaluate accessibility – this starts with having a solid CMS architecture. Your content management system should be flexible enough to allow you to modify everything from meta tags, footers, sidebars, links and images on any page at any time without creating inherent duplicity or duplicate content and allow each page to be accessed and crawled (or blocked) from a search engine if needed.
2 ) Have Solid Site architecture – Architecture, like plumbing and electrical in a house, should not be an afterthought. The more competitive keywords you are targeting should be built-in to the primary navigation and supported by sufficient internal links, sitemaps and contextual links to offset link attrition as a site grows.
3 ) Add Relevant content – having relevant content aging over time can be your best source to augment rankings. Each time a keyword appears in any document within your website, it carries a specific type of weight that reinforces the topic and degree of authority your website has for that keyword (regardless of the page). The key is to tie these vast segments together or structure them in a way (from the CMS) so that they naturally lend themselves to the equation.
4 ) Promote your content – Using RSS feed syndication is ideal to give your pages an initial boost. Social media can also provide ripples of inbound one way links if the communities you engage find your content favorable. This is also why it is important to have a niche or specific audience to facilitate conversion. The more specific and targeted, the more “irrational passion” your content can create to add fuel to your message.
5) Stay focused – Manage each keyword like its own website. By tactfully keeping an eye on which keywords are driving the most ambient or mid tail traffic, which long tail keywords are popping up with more frequency and whether or not your main keyword targets are rising or receding allows you to determine which tactic to employ to counteract or improve which metric has more emphasis.
This once again goes back to budget, since missed opportunity happens daily since someone failed to capitalize on a buzz, missed a page that made a comeback or could have been redirected or retooled for present-time conversions, etc.
The fact is, the more skilled the team you are dealing with. The more expertise, in depth analysis and skill they will have to find, correct and ensure each campaign is working within the anticipated timeline.
The tendency for clients is to want to pull up the roots of organic SEO before the content, keywords and links can sprout tangible results.
SEO requires patience, but the rewards are immense and it’s not always the money you invest up front, it’s the money you save in the long run from the stream of ROI it creates from not having to pay per click for all the keywords you acquire.
Finding the right SEO company is critical, but more importantly using the right SEO services for the job is what determines if you are spinning your wheels or moving towards the top 10 with conversions increasing along the way.
SEO Design Solutions does offer a free live website analysis and consultation for this purpose to identify critical road blocks standing between you are your ranking objectives. Do yourself a favor and let your competitors make the mistakes while you use a team known for proven methods, results and getting the job done. Each of the metrics above are only a handful of the areas we cover in detail in a comprehensive campaign.
Most websites are not optimal, and competition is not static (they are dynamic and competitive), so, finding the right SEO company or building your own in-house team is more important than ever.